Isuzu will reportedly enter the fledgling electric ute market with a battery-powered D-Max.
Nikkei Asia reports the electric D-Max will be released in Norway in 2025, before it goes on sale in its home market of Thailand.
Isuzu will also reportedly export the new electric model to other European markets and the Middle East.
While the electric D-Max will be the company’s first electric ute, it will be its second electric model overall following a light-duty truck it announced earlier this year.
The electric D-Max will reportedly face competition in Thailand from an upcoming electric ute from Toyota, due this year.
It’s unclear what configurations this new electric model will be offered in, and whether it’ll be available with four-wheel drive and a dual-cab body style.
Isuzu holds around half of the ute market in Thailand, but just like Australia, this ute-friendly country is becoming increasingly fond of electric vehicles (EVs).
Utes account for around 40 per cent of vehicle sales in Thailand, but according to automotive research firm MarkLines, EVs reached a total share of eight per cent of the market in July.
One big winner is BYD, which is building a plant in the south-east Asian country and which has a share of around 30 per cent of the total EV market there.
Other Chinese automakers like SAIC Motor and GWM have opened factories in Thailand, though notably none of these companies have introduced electric utes there.
The Chinese and American brands have been the earliest adopters of electric utes.
While thus far only one Chinese electric ute has been introduced to Australia – the LDV eT60 from Chinese giant SAIC Motor – Geely has also introduced one in China with its Radar RD6.
BYD is also working on an electric ute, set to come here in 2024.
The Americans have been focused on electric full-sized pickup trucks, like the Ford F-150 Lightning, Ram 1500 REV, Chevrolet Silverado EV and GMC Sierra EV.
However, Ram is working on a smaller pickup that will offer electric power, while Ford has trademarked the Ranger Lightning nameplate.
MORE: Everything Isuzu D-Max
